{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,5]],"date-time":"2026-04-05T08:23:13Z","timestamp":1775377393048,"version":"3.50.1"},"reference-count":79,"publisher":"Emerald","issue":"2","license":[{"start":{"date-parts":[[2022,1,25]],"date-time":"2022-01-25T00:00:00Z","timestamp":1643068800000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JABES"],"published-print":{"date-parts":[[2023,5,26]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>This study explores the effect of internal branding on organisational financial performance and brand loyalty with the mediating role of psychological empowerment.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>The data gathered from 200 Pasargad insurance employees in Iran were analysed. Structural equation modelling and <jats:italic>R<\/jats:italic> were used to evaluate the model. Financial performance was measured by four concepts (ROI, ROE, Sales growth, ROA) based on available data from March 2010 to March 2020.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The results revealed that internal branding and psychological empowerment have no significant effect on financial performance, but both have a significant positive effect on brand loyalty. Likewise, the mediating role of psychological empowerment on the subject of the impact of internal branding on brand loyalty was confirmed. Furthermore, psychological empowerment did not play a mediating role in the impact of internal branding on financial performance.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Research limitations\/implications<\/jats:title><jats:p>The findings of this study could be important for managers of organisations active in the insurance industry to highlight internal branding and enhance psychological empowerment and employee brand loyalty. Moreover, managers' perception of the effective role of psychological empowerment to enhance employee brand loyalty is another practical aspect of this research.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>Considering the mediating role of psychological empowerment to the effect of internal branding on financial performance and brand loyalty is an innovative aspect of the present study. Meanwhile, the use of <jats:italic>R<\/jats:italic> software for VB-SEM was another point to surge the value of this paper.<\/jats:p><\/jats:sec>","DOI":"10.1108\/jabes-08-2021-0122","type":"journal-article","created":{"date-parts":[[2022,1,24]],"date-time":"2022-01-24T08:51:35Z","timestamp":1643014295000},"page":"143-163","source":"Crossref","is-referenced-by-count":34,"title":["The effect of internal branding on organisational financial performance and brand loyalty: mediating role of psychological empowerment"],"prefix":"10.1108","volume":"30","author":[{"given":"Maryam","family":"Soleimani","sequence":"first","affiliation":[]},{"given":"Leo Paul","family":"Dana","sequence":"additional","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0001-6808-1327","authenticated-orcid":false,"given":"Aidin","family":"Salamzadeh","sequence":"additional","affiliation":[]},{"given":"Parisa","family":"Bouzari","sequence":"additional","affiliation":[]},{"given":"Pejman","family":"Ebrahimi","sequence":"additional","affiliation":[]}],"member":"140","published-online":{"date-parts":[[2022,1,25]]},"reference":[{"issue":"9","key":"key2023052507504039700_ref001","doi-asserted-by":"crossref","first-page":"1991","DOI":"10.1108\/MD-02-2017-0107","article-title":"Ethical leadership and work engagement: the roles of psychological empowerment and power distance orientation","volume":"56","year":"2018","journal-title":"Management Decision"},{"issue":"4","key":"key2023052507504039700_ref002","first-page":"26","article-title":"The mediating role of employee engagement in relationship of internal branding and brand experience: case of service organisations of Dera Ghazi Khan","volume":"6","year":"2014","journal-title":"Business and Management"},{"issue":"9","key":"key2023052507504039700_ref003","doi-asserted-by":"crossref","first-page":"1320","DOI":"10.1108\/MRR-10-2020-0640","article-title":"Does humility of project manager affect project success? 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